Case Study: Segmentation
The Challenge
The Australian Division of a Global Appliances Manufacturer had been deployed a Global segmentation and 3 new New products to launch in the next 18 months. The team were struggling to recognise the global segments in Australia or see how to leverage the segments to launch the NPD locally. However with 3 launches so close together they were clear they needed to leverage segmentation to better target communications
Our Approach
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Local quantitative study to find and translate the global segments within Australia
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Focus Groups with each segment to better understand their uniquely local needs and journeys and to share the 3 new products for feedback to refine conceptual ideas
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Second quantitative study to map each segments touchpoints, path to purchase and tested 3 concepts per product with right audience
Insights Received
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6 of the 7 global segments were also mapped to Australia, although whilst attitudinally the same were often demographically different due to Australia’s aging population and different economics constraints.
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The 3 products all tested well with at least 2 segments each, although focus group feedback, confirmed by quant research, highlighted that it was features not hero’d in the global advert that made the product most appealing locally
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The segments all shopped very differently: for example on segment did all their research online and if it was easy would prefer to do their purchasing online too. Whilst another segments visited multiple stores over a period of weeks, asking store staff advice before purchasing from the person they liked the most
Clarity Delivered
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There was a clear target audience for each product, with a reasonable sales forecast, media touchpoints, key needs and retail channels for each that the whole business could work towards
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For each product we quantified which features and benefits would have the biggest impact on sales and qualified a winning local concept for each that leveraged global assets.
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We identified that for one product there was a need to develop a stronger relationship with online retailers and build out a productor selector tool online
Business Outcomes
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For each new product we were able to clearly define the target audience and their path to purchase which the agency bought media against.
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We also identified which features and benefits needed to be highlighted in advertising and in-store and could use market research to secure global buy in to local adaptations
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We identified 2 key retail partners for each launch and the insights were leveraged to take those retailers on the journey of understanding the shopper and supporting the launch
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A business case was approved to hire an account manager to manage online channels and project manage the build of an e-commerce platform
